The Fresh-Mex restaurant chain Surcheros has opened a new corporate-owned location in Woodstock's Hickory Flat area, with a formal ribbon-cutting ceremony scheduled for February 4, 2026, in partnership with the Cherokee Chamber of Commerce. Located at 6764 Hickory Road, this expansion represents a deliberate step in the brand's strategy to grow its presence within its home state of Georgia.
Founder and CEO Luke Christian emphasized the company's alignment with the local community, stating the focus remains on combining high-quality, fresh ingredients with Southern hospitality. The restaurant aims to serve families and students in Cherokee County, offering a menu of customizable bowls, grilled burritos, tacos, and quesadillas made fresh to order with premium ingredients.
The new location features a spacious dining area and a salsa bar, supporting dine-in, pickup, and third-party delivery through services like DoorDash and Uber Eats. It also provides catering for groups, operating daily from 10:30 a.m. to 9:00 p.m. To enhance customer engagement, Surcheros encourages guests to join its rewards program via the Surcheros app, available on Google Play and the App Store.
For business leaders and investors, this opening signals Surcheros' continued growth trajectory since its founding in 2007 and its franchising initiative launched in 2017. The move into Woodstock, described as a dynamic and growing community, reflects a targeted approach to expansion in the Southeast. The company's model, which blends Tex-Mex cuisine with a community-focused service ethos, has established it as a regional favorite, with potential implications for local economic activity and dining sector competition.
More information about the brand is available at www.surcheros.com. The expansion underscores the brand's commitment to accessibility and personalized dining experiences, factors that resonate in today's competitive restaurant landscape where convenience and quality are paramount for consumers.
